Account-Based Marketing Ep. 78 FM: Rewriting the ABM playbook
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Oct 16, 2025 
In this insightful discussion, Harsha Chachadi, Global Marketing Programs and ABM lead at FM, dives into building client-centric growth in the insurance sector. She shares her career transition from tech to insurance and highlights the cultural shifts needed for ABM adoption. Harsha explains how FM began its ABM journey, emphasizing the importance of strong qualifications and last-mile execution in complex buying processes. She also addresses the balance between scaling ABM while maintaining personalization and offers valuable advice for teams embarking on their own ABM initiatives.
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Career Pivot Fueled ABM Launch
- Harsha moved from technology to FM to start an ABM function after five years doing ABM in tech.
- She leveraged transferable skills and prior exposure to insurance broking to accelerate impact at FM.
Marketing Moved From Support To Growth
- FM shifted marketing from a support role to a growth driver as leadership saw missed opportunities.
- Sales had begun client-centric training first, which paved the way for marketing to adopt ABM.
Plan For Cultural Change Management
- Do plan for culture and change management when introducing ABM because 'why change' is the first question.
- Do prepare clear processes so teams can live the new ways daily rather than just acknowledge them.